Describe the objective of the promotion.
We had two overarching objectives: raise awareness for the Literacy Foundation and help them raise funds. We immediately agreed that we would target people who understood the importance of words. We realized these individuals would be the same ones to participate and help promote literacy within their own networks. In other words, we needed an idea to reach our core target and give them the means to create momentum because our budget was very, very limited.
Our insight? Words belong to everyone, but sometimes, it’s only by paying for something that we realize its true worth.

Describe how the promotion developed from concept to implementation
Words belong to everyone, but sometimes, it’s only by paying for something that we realize its true worth. The idea? To sell words. Which is why we installed a ‘word’ vending machine in a busy shopping mall, as part of a fully integrated campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results
It generated free media coverage nationally and revenues – $1,200 each time the machine was emptied.

Explain why the method of promotion was most relevant to the product or service
We reached the consumers on their turf. It raised awareness and let shoppers buy ‘Moon’, ‘Peace’ or ‘Nothing’ for only $5.